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In today's edition of RDP (Reach Digital Peaks), we spotlight Beauty Pie’s remarkable journey to becoming a frontrunner in the luxury beauty and wellness sphere. This pioneering online buyers’ club recently celebrated a significant achievement: securing $100 million in Series B funding. 

👉  Use this case study as inspiration for your company's meta-ad creative strategy.

Also…. shhhh but I missed a publication, so I’m making up for it today!

BEAUTY PIE

From Startup to Industry Innovator:

Founded in 2016, Beauty Pie has quickly transcended traditional retail boundaries, introducing a unique model that combines the exclusivity of high-end beauty products with the affordability and accessibility of a membership club. This strategic blend has propelled Beauty Pie to amass significant investment, totaling $170 million to date, and catalyzing its expansion plans.

What are some of the KEY HIGHLIGHTS?

• Strategic Funding: A monumental $100 million Series B funding round, bringing total investment to $170 million.

• Innovative Membership Model: A unique approach offering deep discounts on luxury beauty, redefining consumer access to premium products.

Now, as Beauty Pie continues to expand its horizons and redefine luxury beauty access, a critical component of its success lies in its adept use of Meta-ads. 

Let's examine the strategic Meta ads approaches that have propelled Beauty Pie to the forefront of the industry.

Ads Analysis Overview

⚫️ Shifting Frequency: Every 2-3 days, new ad Creatives are launched and tested

⚫️ Ad Creative Variety:

• UGC Style Video ad Creatives

• Product Demonstration Video ad creatives

⚫️ Brand awareness & Discount-based Creatives: ✅

⚫️ Copy Analysis: Enthusiastic, Persuasive, and Customer-oriented 

Ad Creative Analysis

Ad Creative 1

• UGC Style Video Ad Creative

• TOFU – Showcasing the product demonstration to highlight transparency and quality.

• Note: This builds trust with consumers by demonstrating the care and detail that goes into using the product.

Ad Creative 2

• UGC Style Product Showcase Ad Creative:

• MOFU (middle of Funnel) - Utilizing a relatable person to build trust and relate to the audience on a personal level.

• Note: This ad showcases an authentic review, nurturing human connection and amplifying the customer experience, which can significantly impact potential buyers by demonstrating genuine satisfaction with the product.

Ad Creative 3

• Product Showcase Video  Ad Creative:

• TOFU (Top Of Funnel)– Highlighting the product's features and ingredients to attract new customers.

• Note: The ad focuses on the cosmetic product in an appealing visual setting that underlines the unique selling propositions, such as hydration and quality ingredients, catering to beauty enthusiasts looking for premium skincare solutions.

Ad Creative 4

• Product Showcase Video Ad Creative

• MOFU – Promoting the benefits of an annual membership program to potential customers.

• Note: It aims to entice beauty enthusiasts with the promise of exclusive access to a curated selection of skincare and beauty products.

Ad Creative 5

• Product static Image Ad Creative

• TOFU – To attract new customers with a trial offer that provides immediate savings.

• Note: The ad highlights a significant discount with a free trial period, aimed at lowering the entry barrier for first-time customers. It showcases premium products, implying quality and exclusivity, to motivate immediate sign-up and conversion.

Beauty Pie’s Industry Impact:

Beauty Pie’s achievements are a testament to the power of innovation, strategic investment, and consumer-centric approaches in transforming the beauty and wellness landscape..

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Conclusion

Beauty Pie’s adept use of Meta-ads has been instrumental in its rapid growth, showcasing the power of targeted digital advertising in building a loyal customer base and scaling in a competitive market.

If there's anything specific you'd like to ask or discuss, please feel free to reach out. Additionally, if you found this information helpful or motivating, I'd appreciate it if you could reply to this email and share your thoughts with me!

Thanks,

Harsh @ Roveir